Reach Your Peak
the brief Create a communication solution to effectively and creatively communicate the benefits of Opti-Stud to the outdoor athlete.
solution A promotional campaign titled, "Reach your Peak", which includes an information booklet in the style of an Ordinance Survey map. The map contours act as a visual metaphor for the campaign tagline.
the brand Berghaus is a UK outdoor market leader, its products are stocked in over 800 stores. Trading in Europe since 1975 it is now represented in over 19 EU countries.
The brand’s vision statement is, “We are on top of the world’s highest mountains. We are at home in the most inhospitable places on earth. We are found on the backs of the best outdoor athletes out there. We are in front of everyone else. This is where we have been for over 40 years and it’s where we are going. We’re on an adventure. Join us.”
opti-stud A major breakthrough in footwear grip technology, Berghaus developed Opti-Stud to give customers the best grip in all conditions.
brand problem Berghaus are currently not leaders in the outdoor footware market and lack a communication approach to be used in Opti-Stud’s marketing.
solution A booket visually aimed at outdoor peformance users was created to be placed next at the point of sale, explaining the benefits of Opti-Stud in a clear way with supporting infographics.
process Having a part time job at an outdoor shop during this brief gave the great opportunity of getting direct feedback from the target audience. The first concept I had for the campaign revolved around the insight; “Get a Grip”.
The general feedback was that this slogan, although snappy, seemed too cliche, condesending and did not fit in with the brand values.
My second concept, ‘Reach Your Peak’ went down much better with the outdoor enthusiasts. The tagline can be interpreted either literally, as in the footwear will get you to the top of the hill or
metaphorically, as in peak performance. This got great feedback all round and was the clear winner.
Visually, a map contour style is used. The contours represent altitude on a map, making for a familiar visual language. Several illustrative experiments using a developed map contour style before coming up with the final promotional piece for Berghaus, which is inspired by the visual style of the Ordiance Survey Maps widely used by the target audience.
solution A promotional campaign titled, "Reach your Peak", which includes an information booklet in the style of an Ordinance Survey map. The map contours act as a visual metaphor for the campaign tagline.
the brand Berghaus is a UK outdoor market leader, its products are stocked in over 800 stores. Trading in Europe since 1975 it is now represented in over 19 EU countries.
The brand’s vision statement is, “We are on top of the world’s highest mountains. We are at home in the most inhospitable places on earth. We are found on the backs of the best outdoor athletes out there. We are in front of everyone else. This is where we have been for over 40 years and it’s where we are going. We’re on an adventure. Join us.”
opti-stud A major breakthrough in footwear grip technology, Berghaus developed Opti-Stud to give customers the best grip in all conditions.
brand problem Berghaus are currently not leaders in the outdoor footware market and lack a communication approach to be used in Opti-Stud’s marketing.
solution A booket visually aimed at outdoor peformance users was created to be placed next at the point of sale, explaining the benefits of Opti-Stud in a clear way with supporting infographics.
process Having a part time job at an outdoor shop during this brief gave the great opportunity of getting direct feedback from the target audience. The first concept I had for the campaign revolved around the insight; “Get a Grip”.
The general feedback was that this slogan, although snappy, seemed too cliche, condesending and did not fit in with the brand values.
My second concept, ‘Reach Your Peak’ went down much better with the outdoor enthusiasts. The tagline can be interpreted either literally, as in the footwear will get you to the top of the hill or
metaphorically, as in peak performance. This got great feedback all round and was the clear winner.
Visually, a map contour style is used. The contours represent altitude on a map, making for a familiar visual language. Several illustrative experiments using a developed map contour style before coming up with the final promotional piece for Berghaus, which is inspired by the visual style of the Ordiance Survey Maps widely used by the target audience.